Fly the Branded Skies

 

Another year, another booze-fueled, scandal-plagued ego trip on the French riviera. If that sounds harsh, perhaps it is. It’s easier to forgive the excesses of Cannes when they’re accompanied by inspiring work. Unfortunately, this year was a bit of a dud.

Few airline industry campaigns were awarded, and many of those that did pick up Lions are retreads of previous years’ campaigns. Last year, airlines took eight Silver and 15 Bronze Lions, already a far cry from the heights of 2014. This year, it was just four Silver and five Bronze, with most of those in lesser categories.

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Widerøe launches Norwegian Meeting Services

If you’ve ever had to go to a meeting you didn’t want to go to — and for me, that’s most of them — the Norwegian regional carrier Widerøe has your back. This campaign from McCann Oslo has been live for a few months, but only recently has it been translated into awards-show-friendly English. It purports to be a campaign for Norwegian Meeting Services, a company that will send surrogates to meetings you don’t want to attend, anywhere Widerøe flies. In addition to a Web site where you can book an agent to go in your place, there’s also a fun series of webisodes.

Last year, airlines had a spectacular showing at the Cannes Lions, with a Grand Prix, six Golds, eight Silvers, and eight Bronzes. Inevitably, this year’s performance (eight Silver, 15 Bronze) was not quite so lofty. But there were some strong contenders, along with the usual mix of shocking omissions and perplexing victors that really make you wonder what the hell the judges were thinking.

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A war of words between Scoot and Spirit Airlines escalated today, according to AdAge: the Singaporean LCC flew a big yellow blimp outside Spirit’s headquarters, defiantly painted with the words, “Hey Spirit, You Can’t Have Our Scootitude!”

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ANA unveils Star Wars partnership

The other Star Wars news today — beyond the release of the new teaser for The Force Awakens — is a five-year partnership with All Nippon Airways. The most immediately visible manifestation of this partnership is a special R2D2 livery that will grace an ANA 787-9 later this year. There’s a microsite too, but for the moment it’s pretty short on detail.

S7 Airlines has a dreamliner of its own

Just in time for advertising awards season, there’s this piece from Wieden + Kennedy Amsterdam for S7 Airlines. The installation used neurofeedback to let Muscovites pilot a virtual airplane using only their imaginations. If they could maintain their focus, they could win a ticket to their destination of choice. The video above is mostly in Russian but the explanation of the technology is in English. This is a nice followup to last month’s Imagine video, in which kids described their fantastic dream destinations.

Updated, 16 April 2015: Russian video replaced with English version.

“France is in the air” now on the air

Differentiating an airline brand is always a challenge, but flag carriers have an easy shortcut: wrapping themselves in their flags. Case in point: this campaign about the Gallic charms of Air France. “France is in the air” launched a year ago with images depicting a (French-built) A380 flying over the (French-built) Palais de Versailles and, somewhat controversially, fashion models dressed in stereotypical costumes from Air France destinations. But this global spot, launched last week, is the first television work for the campaign. (Agency: BETC Paris)

Delta’s new ad missing Bill Murray

I never really appreciated the movie “Lost in Translation” until I spent two weeks on an ill-fated business trip to Dubai. Watching it again afterward, that feeling of dislocated isolation really hit home. Delta captures that same feeling in its new television spot, created by Wieden + Kennedy and masterfully directed by Martin de Thurah. The result is comparatively light on product and heavy on empathy.

Introduction

On the first Monday in March, 1961, the unthinkable struck Eastern Air Lines: a deficit. After 26 years of profits, Eastern declared a loss of $3.6 million.

The loss in 1960 marked the beginning of a decade of change at Eastern. It revealed fundamental problems from which the airline would never really recover. But it also spurred one of the most remarkable reinventions of any airline brand, ever. The changes at Eastern went far beyond a new coat of paint on its airplanes. They reflected an airline that not only portrayed itself differently, but saw itself differently.

For in just ten years, Eastern went from “bums on seats” to “the Wings of Man.”

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Airlines at the 2012 Games

British Airways Firefly livery for the 2012 Olympics

The Summer Olympics kicked off in London on Friday, so it’s time for Fly the Branded Skies to celebrate the true meaning of the Olympic spirit: corporate sponsorship. Here’s what some of the airlines sponsoring the games are up to. I’ll update this post as I find more.   Read more